Forget polished logos and wordy mission statements – Gen Z doesn’t care. But not because they’re disengaged. It’s because they’ve grown up in a media environment oversaturated with messaging, and they know how to block it out.
If you want to reach Gen Z – as donors, customers, or advocates – you need to earn their attention before you ask for their action. And that means showing up with relevance, authenticity, and actual cultural awareness.
At chillibeanmedia, we build content systems that perform across generations. But with Gen Z, there’s no shortcut. Here’s what you need to know – and what to do about it.
Who Is Gen Z, Really?
Let’s define it:
- Age group: Roughly 10–29 as of 2025
- Digital natives: First generation raised on mobile-first, video-first internet
- Platform habits:
- TikTok > Instagram > YouTube > Reddit
- Declining Facebook usage, low email open rates
- Values: Inclusion, climate action, mental health, First Nations justice, LGBTQIA+ rights, authenticity
And here’s the clincher: 61% of Gen Z in Australia say they will stop engaging with a brand if it performs performative activism (Source: Edelman Trust Barometer 2024).
This generation is not just scanning content – they’re scanning for hypocrisy.
What Gen Z Really Responds To
- Narratives over advertising
They want to see your values in action, not slogans. Think creators, docu-style videos, and behind-the-scenes honesty – not high-production “brand” ads. - Community over campaigns
They prefer joining movements, not mailing lists. They want to feel like stakeholders, not targets. - Design that doesn’t feel designed
Gen Z scrolls past overly produced content. They’re far more likely to pause for native-looking, relatable, on-phone videos than polished TVC-style creatives. - Language that mirrors culture
Not “youth speak”, but the tone, timing and format of communication they actually use — memes, mashups, stitched reactions, lo-fi humour, and raw edits.
So What Should Brands and Causes Do?
Whether you’re selling eco sneakers, building a climate campaign, or fundraising for a mental health organisation – you need to earn permission to speak in their space.
Here’s how.
1. Choose Platforms Strategically
- Prioritise TikTok, Instagram Reels, and YouTube Shorts for discovery
- Use Reddit and Discord to understand how your brand is being talked about (or not)
- SMS outperforms email for action-based messaging
2. Make Values Visible – and Specific
Generic statements won’t cut it. Instead:
- Show exactly how you’re reducing waste, supporting equity, or paying creators
- If you’re giving back, name the percentage, the partner, and the mechanism
- Let others tell your story – creators, community members, staff, customers
3. Involve, Don’t Just Broadcast
- Use polls, duets, reactions and comment replies in content
- Invite UGC (user-generated content) in campaigns – not afterthoughts, but from the start
- Host live moments where the audience can shape direction – even if it’s messy
4. Rethink the CTA (Call to Action)
“Donate now” and “Buy today” are too transactional. Try:
- “Back this before it’s gone”
- “Be part of the first 100”
- “Join us before launch”
- “Help write the next chapter”
What We Do at chillibeanmedia
We don’t build content for brands and charities to talk at Gen Z – we build ecosystems that let you build with them.
That might mean:
- Developing Gen Z-led content campaigns on TikTok with real creators
- Reframing donation asks to focus on direct, shareable impact
- Designing first-touch user experiences that feel conversational, not corporate
- Creating “starter” products that introduce young audiences to your values before asking for support
We don’t push culture – we listen to it, shape it, and then scale it.
Final Word: Gen Z Hasn’t Switched Off – They’ve Just Switched Tactics
If your brand or campaign isn’t landing with Gen Z, don’t blame the generation – blame the strategy. This is the most values-literate, media-savvy group yet. If you show up with substance, they’ll show up too.
But the margin for error is small. There are no second chances. So stop broadcasting and start building with them.
Ready to build a youth-facing strategy that connects – not just converts?
Let’s make it land: info@chillibeanmedia.com